There was an army barracks that had on its duty roster 4 soldiers to guard at all times a concrete slab in front of the barracks. The soldiers changed shifts guarding the slabs for many years. Different commanders came and went and the tradition continued.
After many years, a new commander was assigned to the barracks. Amongst the things he did was asking why things were done the way they were. When he asked why soldiers were guarding the slab, he was told, "We've always done it this way. It's our tradition. Our former commanders instructed us to do that."
The commander was adamant on finding out why. He went to the archives to look for answers and he came across a document that had the explanation. The document was very old. It had instructions written by one of the retired commanders who had even passed away.
The new commander learnt that over 80 years ago, the barracks wanted to build a platform where events could be performed. When the concrete slab was laid, wild animals walked over it at night before the slab would dry. The soldiers would fix it the next morning but when evening came the same thing would happen. So the commander ordered that 4 soldiers should guard the concrete slab for 3 weeks to allow it to dry. The following week the commander was transferred to another post and a new commander was brought in. The new commander found the routine and enforced it and every commander that came did the same. Eighty years later the barracks continued guarding a concrete slab.
What beliefs, attitudes, traditions have you carried on that were relevant to certain people or a certain time and they are still being carried out by you? Is your opinion about yourself, people of a different race, the opposite sex, certain business opportunities, new products etc obsolete? Question the status quo.
Sandras Phiri is a Life Coach, Inspirational Speaker and Entrepreneur. He is the CEO and co-founder of the Sandras and Lelemba Institute (SLI) that is dedicated to research, education and supporting individuals, organizations and communities in their pursuit of growth. He lives in Cape Town with his wife and 2 sons. He blogs about inspiration, relationships and personal development on www.sandrasphiri.com
The first 100 people to purchase a pair of ROOS-Shane&Shawn at FinishLine.com or at a Finish Line store between today and Tuesday, September 4th, will receive a free ROOS hat, sunglasses, keychain or t-shirt.
Investing in “marketing assets” is a better strategy.
Because you’ll invest in something once and get paid back over time with traffic, social media followers, links for SEO, and potential customers.
Instead of wasting time doing the easy stuff, like tweeting to an empty room, that doesn’t get you any traffic or customers…
Try this instead.
Plan Your Attack
This is the first part of the viral marketing campaign series.
And it will set you down the path of creating your own campaign, from start to finish, in only 3 weeks.
Week One: Create Something “Shareable”
Week Two: Organize your Infrastructure
Week Three: Distribution and Promotion
Now I can already hear the next question coming…
“What if it takes me longer than one week for a section?”
Don’t let it! Strip your elaborate idea down to the core so you can get it out the door as soon as possible.
You have to test and experiment to find tactics that work. And this is just another one. So keep it as simple as possible. Don’t let others get involved and slow you down.
Give Your Campaign an “Anchor”
Before doing anything, you need to start with a goal.
The goal you pick will act as an anchor that brings order from chaos. And it will simplify your decision making when you need to choose between conflicting options.
The goal of any viral marketing campaign is easy – you want to drive awareness. So if you want to reach the most people possible, then it needs to be free and easy to share.
Here are a few example metrics you can use to gauge success:
Links (for SEO)
Shares (for social media)
Visits & Pageviews (for traffic)
You get the idea. The important point is to identify – before you even start – the goal you’re trying to achieve and then what metrics will tell you if you’ve reached your goal.
There’s another problem we need to address before you begin.
Most people will not want to share your commercial site, commercial message, commercial content, or commercial tool.
Nothing kills social media activity faster than a sales pitch. [Click to Tweet]
But you have to sell at some point! That is your job after all.
So what’s the solution?
The Essential Components of “Shareable” Content
You need to create “shareable” content to promote.
This content must have an interesting hook that grabs people’s attention and keeps them interested. It acts as the “bait”. Then once you have their attention, you can introduce related offers or “sales” content.
Here are some of the qualities your “shareable” content will need:
Insanely Useful / Utility: If it doesn’t provide some use or immense benefit then it probably won’t be interesting enough.
Alleviate Pain Points: Typically, the most useful things solve your customers pain points.
“Evergreen” or Timeless: Don’t waste time chasing new stories or limited content. This should still be relevant for years to come.
Branded: Branding your offering will make it unique, stand out from the others, and improve how people remember it.
Promotable: How easy will it be to promote this idea? Make sure it’s easy-to-understand, valuable and appealing to the right audience.
Frictionless Sharing: Make this extremely easy-to-share by removing every possible step or barrier for people.
Mass Appeal: Finally, you need to broaden your target market and create something that will appeal to a mass audience. These people might not even be your direct customers. But you need to identify the right people who will share you stuff.
The One Thing that Will Have the Biggest Impact on Success
What is your offer or “shareable content” going to look like?
If the idea is good enough, then it can probably take several different forms. But it you choose the wrong format, then it won’t have the desired impact.
Ask how your audience wants to consume this content. And pick a form that supports your idea the best.
For example, infographics usually require a lot of research and data. So if you don’t have either, then an infographic probably isn’t the best format choice.
Here are a few other examples you can choose from:
Special report or guide
Here are some good examples that are more elaborate:
Usage: Nickelodeon affiliated channels and internet
Casting: 8/27 Callback Date: 8/29 Shoot Dates: 9/6-8 (one day shoot) Location: NY
no travel covered
FACEBOOK MOM All ethnicities, in mid 40s, in shape. Attractive. In the spot, Mom and daughter are setting up Mom's facebook page and daughter finds a picture of Mom where she is flashing the camera at Mardi Gras with some friends (footage would be blurred/faked for spot). Without Mom knowing, daughter pastes that as the profile. Good with subtle comedy - should not feel jokey. RATE: $700
FACEBOOK DAUGHTER All ethnicities, 12 years old (older playing younger fine, but can't be too developed). Cute, a bit sneaky. Good actor. In the spot, Mom and daughter are setting up Mom's facebook page and daughter finds a picture of Mom where she is flashing the camera at Mardi Gras with some friends (footage would be blurred/faked for spot). Without Mom knowing, daughter pastes that as the profile. Good with subtle comedy - should not feel jokey. RATE: $700
POTTY MOM All ethnicities, early 30s. Good with subtle comedy. Great facial reactions. Is shopping with her husband, when their toddler runs off and does something not so good. RATE: $700
POTTY DAD All ethnicities, early 30s. Good with subtle comedy. Great facial reactions. Is shopping with his wife, when their toddler runs off and does something not so good. RATE: $700
POTTY SON All ethnicities, 3 year old (or older playing younger). As directable as possible. Has a "mistake" at a Home Depot type store. RATE: $700
PARTY MOM All ethnicities, mid to late 30s. Good with subtle comedy. Great facial reactions. Hosting a birthday party when Jack's mom comes to pick him up. Jack unknowingly states his mom's true opinion of our Party Mom. RATE: $700
JACK All ethnicities, 6 years old (but has copy, so better to be older to play younger), and should be able to read. As good of an actor as possible. Let's out his mom's true opinion of his friend's mother in front of everyone. RATE: $700
CONNOR All ethnicities, 6 years old (older playing younger always good). Cute, directable. RATE: $400
CLAIRE All ethnicities, mid to late 30's. Good with subtle comedy. Great facial reactions. Her son accidentally states her true opinion of his friend's mother. RATE: $400.
SHOPPER 50's man, any ethnicity. Very real. Reacts to the potty son's mistake in the store. RATE: $400.
PLEASE SEND ONLY- ONE PICTURE AND VIDEO REEL. WILL NOT BE ACCEPTING SUBMISSION WITHOUT VIDEO DEMO REELS.
SUBMISSIONS DEADLINE IS TUESDAY AT 6PM
*Note: If talent is not available any day or days between 9/15 and 10/6, we must know about the dates.
Shoots in Japan, travel is paid.
MUST have a valid passport. There is the possibility of two spots with possibility of same girl/ girls doing both.
Travel days (X2) $500, 1X shoot $1000.00 (10 hr. day), 1X fitting/down day @ $500.
Buyout $2000.00 for 1 year usage in Japan only, TV and internet for all pay.
Pretty but real. Should look like any of the four Sex In The City characters.
Pretty, smart, confident. They like to go out and have fun. There is full dialogue between the two. Excellent actors. Must be able to execute comedy done seriously. Sex In The City is the prototype for the acting style.